In marketing design, the ideal approach is a balance between form and function.
- Function follows form: Function should be the foundation. We start from understanding your audience and what action you want them to take (function). Is it signing up for a newsletter, buying a product, or learning more about your service?
- Form follows function: Form enhances function. Then we use design elements (form) like visuals, layout, and text to make that action clear and appealing. For example, a website landing page with a confusing layout (form) wouldn’t effectively guide visitors towards a “Sign Up” button (function).
For example
| Feature | Form Follows Function | Function Follows Form |
| Priority | Functionality | Aesthetics |
| Design Process | Start with the purpose and design the form around it | Start with the form and design the function to fit it |
| Example | Hammer | High heels |
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